This event report discusses how Delta Air Lines determines its standing with consumers based on their holistic experiences, rather than just responses to its paid-media output. View Summary

This event report discusses how Delta Air Lines determines its standing with consumers based on their holistic experiences, rather than just responses to its paid-media output.

Advertising is an important part of the mix, but must be considered alongside earned and owned media – and how people fully "experience" a brand.

Environmental factors – like location, context and time of day – shape how people experience products and have a huge impact on their perceptions.

Researchers should assess brand experiences in terms of factors such as reach, share, positivity, persuasiveness and impact.

2

You're listening, but are you learning? Deciphering social mentions to improve customer experience

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Charlotte Nau and Bettina Mütze, TNS, Intelligence Applied, June 2015

This article explains how brands can use social listening to save money on consumer research, but only when they manage the mass of data properly. View Summary

This article explains how brands can use social listening to save money on consumer research, but only when they manage the mass of data properly.

Although many companies have social listening in place, they struggle to make sense of the mass of information and to identify tangible actions.

A smart approach to social listening allows brands to manage data effectively, focus in on important posts, and generate deep insights on how people feel about the brand.

These insights can then feed into other forms of consumer research, helping companies focus resources.

3

Transavia: eBay

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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Transavia, a low cost airline, teamed up with eBay to promote the availability of holiday travel in a time of austerity. View Summary

This case study describes how Transavia, a low cost airline, teamed up with eBay to promote the availability of holiday travel in a time of austerity.

With less money to spend on 'trivial' holidays, Transavia demonstrated how a cheap holiday could be paid for by selling off unwanted objects on eBay.

People could select a destination and receive a suggestion of what they could sell there by using the object flight converter called Byebye created by Transavia.

The converter generated 330 million impressions with website traffic and booking both up by 45% and brand awareness rising by 11%.

4

S7 Airlines: Catch-a-plane

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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Russian S7 Airlines created awareness of its services. View Summary

This case study describes how Russian S7 Airlines created awareness of its services.

Seen mainly as an operator of domestic services, S7 wanted to make people aware of its great variety of routes and destinations internationally and boost its loyalty programme members.

It employed GPS technology to link people's iPhones with planes flying overhead via an app which accumulated free air miles for users.

This resulted in people sharing S7's prices and destinations every 30 seconds, 27,000 new subscribers to its newsletter, 3,000 new loyalty programme members and much greater use of its corporate website.

5

British Airways: Visit mum

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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how British Airways grew its market share from a low of 7% by identifying a demographic of Indian ex-pats in North America who flew home at least once a year. View Summary

This case study describes how British Airways grew its market share from a low of 7% by identifying a demographic of Indian ex-pats in North America who flew home at least once a year.

Other airlines claimed affinity through food and films to attract custom but BA chose to honour the real reason people made the journey home - to compensate for the cost of separation.

Using an emotional online video, placed on YouTube, of a mother preparing a surprise meal for her son which was delivered direct to New York by BA had a considerable impact.

Additionally a platform for mothers to share recipes, stories and pictures was enabled to encourage engagement.

Sales tripled increasing market share by +3.3% which was taken from every major competitor and an ROI of 3,700% was achieved.

6

From Message Sent to Message Received

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ARF Experiential Learning, Audience Measurement, June 2015

This paper argues that before planning communications, brands should understand how people are experiencing its brand, and explains how this can be done with reference to the experience of Delta Airlines. View Summary

This paper argues that before planning communications, brands should understand how people are experiencing its brand, and explains how this can be done with reference to the experience of Delta Airlines.

Too often analysis of brands focuses on the messages being pushed out, but marketers should look more closely at how people are experiencing the brand instead.

A new tool tracks four metrics in real time - the brand, the occasion, how the experience made people feel, and how much it persuaded them.

It revealed that paid media often accounts for less than 50% of the brand experience and 'share of experience' correlates more closely with market share than 'share of voice'.

Delta Airlines has used this analysis to get a firmer understanding of how its touchpoints work together to create experiences for different audiences - and how it can adapt its strategy to persuade more people.

7

The value of loyalty: How Qantas and Bookworld built profitable businesses

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Andrea Sophocleous, Event Reports, ad:tech Sydney, March 2015

This event report looks at how two different companies have successfully utilised loyalty programs to acquire customers and increase profitability. View Summary

This event report looks at how two different companies have successfully utilised loyalty programs to acquire customers and increase profitability.

Airline Qantas spun off its Qantas Loyalty into a separate business, which has grown as a business rather than a program, and which now embraces a wine club and golf club as well as a rewards program targeted at SMEs.

For online book retailer Bookworld, its loyalty program has been essential to creating an emotional engagement that differentiates it from other book retailers.

Its Citizenship program has been responsible for most of the business' growth, accounting for 80% of overall sales and 60% higher sign-ups to marketing.

8

Virgin America shows the power of targeted brand advocacy

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Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report demonstrates how Virgin America, the air carrier, leveraged brand advocates at the local level to help it gain a foothold at Dallas Love Field airport. View Summary

This event report demonstrates how Virgin America, the air carrier, leveraged brand advocates at the local level to help it gain a foothold at Dallas Love Field airport.

Two gates at the airport became available due to the merger between American Airlines and US Airways, with Virgin America up against local favourite Southwest Airlines to take them over.

Virgin America used a range of tactics – like a surprise plane landing and press conference, selling tickets before receiving official approval to fly and a Change.org petition – to drive buzz among its passionate advocates.

A "thank you" party for its supporters and a viral video – in the form of a "love letter" from Richard Branson – helped keep it in the news.

The efforts of the brand, and its advocates, yielded over 360 million impressions and earned media worth $25 million in just a few weeks, and helped it win the gates at Love Field.

This case study demonstrates how WestJet, the Canadian airline, used a holiday real-time experience to gain media attention and grow revenue. View Summary

This case study demonstrates how WestJet, the Canadian airline, used a holiday real-time experience to gain media attention and grow revenue.

WestJet wanted to create a live experience for airline guests and employees during the Christmas period in 2013 that would cut through other brands' holiday activations.

The activation involved a 'virtual Santa' asking one group of travellers to Calgary what they wanted for Christmas and over the duration of their flight, WestJet employees bought the requests and delivered them to the destination's baggage carousel.

This experience was filmed and to spread awareness of the video, WestJet leveraged its media relations, radio drops, ticket giveaways and released supporting bonus material videos.

Compared to the prior year, WestJet Christmas Miracle increased revenue by 86% and increased brand awareness and loyalty opportunities within and beyond North America.

The economy meal design had not had an overhaul in 15 years and was delivered to around 4.5 million passengers a year.

This created an opportunity for Virgin Atlantic to stand out in a market place where customer expectation is low.

A new tray design was created that featured tiers to prevent movement as well as being 30% smaller, saving space on the meal trolley and thereby saving weight by removing several trollies from the plane.

Over a 30 month period post-redesign, there has been a 9% improvement in customer satisfaction and a weight saving of 129kg per aircraft, equating to a potential fuel saving of 762 tonnes per year.

12

How airlines can use big data for more efficient online targeting

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Etienne Bell, Warc Exclusive, Crimtan, February 2015

This article shows how airlines can partner with digital advertising networks and use their combined datasets to address prospective customers with highly-targeted online campaigns. View Summary

This article shows how airlines can partner with digital advertising networks and use their combined datasets to address prospective customers with highly-targeted online campaigns.

Airlines routinely use customer data for segmentation, retention and sales forecasting, but are overlooking the opportunity offered by online advertising data to improve their marketing efforts.

Airlines that work closely with partners in digital advertising can use a combined dataset to extend their targeting beyond an existing customer base to include prospective customers.

This highly-targeted approach can maximise advertising return on investment, increase brand awareness and deliver a tailored experience for customers.

This event report looks at how the easyJet airline turned around a brand that had pioneered a new budget market but which had subsequently lost focus. View Summary

This event report looks at how the easyJet airline turned around a brand that had pioneered a new budget market but which had subsequently lost focus.

A new CEO introduced a new clarity of purpose with an easy-to-articulate mission statement that the entire business could rally behind.

A renewed focus on the customer delivered a better experience, from in-flight food and drink to innovative use of mobile to keep passengers informed before boarding.

New processes were embedded to drive cultural change; more generally, marketing needs to become a more central part of a company's strategy.

14

Ryanair Holdings Plc (Travel, transport and tourism)

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Euromonitor Profiles, December 2014

This Company Profile from Euromonitor provides key details and analysis of Ryanair Holdings Plc. Included is a strategic evaluation with key facts about the Irish company, competitive positioning against comparative brands, and assessment of its position in the travel market. View Summary

This Company Profile from Euromonitor provides key details and analysis of Ryanair Holdings Plc. Included is a strategic evaluation with key facts about the Irish company, competitive positioning against comparative brands, and assessment of its position in the travel market. Brand opportunities and strategy are identified and recommendations for the future offered.

15

Virgin Atlantic: Uniting qual and quant to let Virgin Atlantic's research take wing

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MRS Awards, Winner, December 2014

This article explains how Virgin Atlantic, the airline, uses a customer engagement programme to understand how people experience its service and make improvements. View Summary

This article explains how Virgin Atlantic, the airline, uses a customer engagement programme to understand how people experience its service and make improvements.

The airline industry is extremely competitive with high fixed costs and low profit margins, and Virgin needed to stay ahead by providing a superior service.

The customer satisfaction survey methodology was rethought to produce bigger, more representative samples both on the day of flight and in follow up emails.

Extra layers of understanding were generated by two qualitative approaches - mobile apps that allowed participants to upload photos, videos and comments, and ethnographic work.

Virgin continues to make business decisions as a result of this research, including changing airport signage and queue management, and aiding strategic decisions.

16

British Airways: A transformative role for insight

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MRS Awards, Winner, December 2014

This article explains how British Airways (BA), the airline, made large amounts of data more manageable and accessible for use when making business decisions, creating greater focus on customers. View Summary

This article explains how British Airways (BA), the airline, made large amounts of data more manageable and accessible for use when making business decisions, creating greater focus on customers.

BA needed to better understand the complex experiences and journeys of its customers to manage it more effectively.

It brought together dozens of data and insights sources in a real time knowledge management system to enable the company to focus on customers when making decisions.

This has helped BA improve customer experiences and increase passenger numbers, leading to growth in profit.

This case study explains how British Airways (BA), the airline carrier, used an innovative approach to outdoor digital advertising to make an emotional connection with people in the UK. View Summary

This case study explains how British Airways (BA), the airline carrier, used an innovative approach to outdoor digital advertising to make an emotional connection with people in the UK.

Choice of airline carrier has become a rational decision as people focussed on costs, networks and schedules, but BA wanted to change this.

To make an emotional connection BA worked from the insight that when children see a plane flying overhead it seems magical to them.

It used digital billboards in London and on the M4 motorway to tell people where the BA plane flying overhead was going, with sophisticated transponder data and weather tech only highlighting planes that people could see.

Using a new 'pay per play' trading model helped BA to save outdoor advertising costs, and the campaign generated 360 media mentions, over 1.3 million video views and 45 million social media mentions.

19

British Airways: Unwrap the plane

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Direct Marketing Association - UK, Bronze, DMA Awards, 2014

This case study explains how British Airways (BA), the airline, used a gift-wrapped aeroplane and a competition to increase website traffic during the usually quiet pre-Christmas period. View Summary

This case study explains how British Airways (BA), the airline, used a gift-wrapped aeroplane and a competition to increase website traffic during the usually quiet pre-Christmas period.

BA wanted to bring people to its website during a usually quiet people, getting them used to visiting in preparation for the Christmas sales.

It gift-wrapped its new plane model - positioning it as a gift for customers - and created an online competition where people could tear a small part of the paper off every day and random people won prizes.

This generated 272% more website visits compared to the previous year, including more than 5,000 price draw entries per day.

This event report shows how The Cosmopolitan Hotel of Las Vegas and United Airlines created a new media channel to connect with flyers travelling to the city. View Summary

This event report shows how The Cosmopolitan Hotel of Las Vegas and United Airlines created a new media channel to connect with flyers travelling to the city.

While The Cosmopolitan boasted strong occupancy levels and brand awareness, it wanted to attract more visitors to it property for gaming, dining and events.

To achieve that goal, it created a set of mock "playing cards" providing offers, deals and useful information for passengers flying to Las Vegas on domestic United flights.

By meeting the needs of visitors to Las Vegas, many of which conducted little pre-planning, in a context where its competitors were not represented, the resort was able to meet its core brand objectives.

21

Deutsche Lufthansa AG (Travel, transport and tourism)

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Euromonitor Profiles, November 2014

This Company Profile from Euromonitor provides key details and analysis of Deutsche Lufthansa, owner of airline brands including Lufthansa, Swiss and JetBlue. View Summary

This Company Profile from Euromonitor provides key details and analysis of Deutsche Lufthansa, owner of airline brands including Lufthansa, Swiss and JetBlue. Included is a strategic evaluation with key facts about the German company, competitive positioning against comparative brands, and assessment of its position in the air travel market. Brand opportunities and strategy are identified and recommendations for the future offered.

This event report reveals how British Airways, the air carrier, discovered a revenue-generating opportunity through the intelligent use of analytics - winning a Grand Prix for the Jay Chiat Awards for Strategic Excellence as a result. View Summary

This event report reveals how British Airways, the air carrier, discovered a revenue-generating opportunity through the intelligent use of analytics - winning a Grand Prix for the Jay Chiat Awards for Strategic Excellence as a result.

With demand for business travel between the US and UK largely static, the company was keen to identify untapped sources of demand.

Through analysing a widely-diverse range of information, British Airways found that travelling from America to India presented an opportunity.

Leveraging emotional connections between family members in these two countries proved to be an extremely effective tactic, and one that played against many of the category conventions.

By focusing less on the flight experience and more on the reasons for travel, British Airways connected with customers in a new way.

This case study describes how airline Lufthansa Sweden improved its results on the competitive Stockholm-Berlin route with a competition. View Summary

This case study describes how airline Lufthansa Sweden improved its results on the competitive Stockholm-Berlin route with a competition.

A number of airlines compete at a similar price point and comfort level, so Lufthansa Sweden wanted to create an emotional campaign to differentiate itself.

Drawing on Swedes' love for Berlin, a competition was created through multiple platforms, in which in return for changing their name to Klaus-Heidi, one customer could win a one-way ticket and a prepaid apartment to start a new life in Berlin.

The campaign received 240 million impressions, made the news in over 30 countries, and Lufthansa sold out an Airbus 319 thanks to sales from the competition site.